Event management calls for creativity
If you have always been fascinated by fashion shows, award ceremonies and glamourous parties, here's a reality check—Making all these fantastic events happen requires a great deal of effort, expertise and experience. Now if that appeals to you, consider taking it up as a career, in a rapidly growing industry called event management where most of the activity takes place behind the scenes.
Dr. Hoshi Bhiwandiwala,, dean and director, National Institute of event management points out that an event is the successful implementation of a vision; the event manager brings an event to reality by a skillful blend of ideas, creativity, logistics, budgets, 
permits, people, performers, publicity channels, the market. Precisely organising these results in successful event—a fulfilled vision.
"Hands-on practical training is absolutely essential for those doing a course in event management. An event manager has to be a jack of all, and a master of blending all skills like planning, organising abilities, promotion, motivating people and a touch of classy creativity to unfold a grand event in front of the audience where there is no retake,” says Biwandiwala. “Today event management is emerging as a top industry, growing at the rate of 35% proving to be a very lucrative and rewarding one," he adds.
While event management companies initially faced a lot of problems in getting the right people, the introduction of structured courses on event management has created a class of trained event managers, event coordinators, and even entrepreneurs.
From part time diploma courses to full-time professional MBA courses, there are various options.
According to Bhiwandiwala, when Wizcraft brought Michael Jackson to India, it heralded a new era of the event management industry in India. "A lot of other factors combined, our shows became more organised, a world class affair. The media got involved; events companies brought in foreign artists and conducted huge events in India,” he explains.
“The opening up of the economy brought mega product launches. Award nights became more glamorous. Event managed parties and marriages became a multi crore affair, all these combined to make event management and the entertainment industry - a billion dollar business. It is unstoppable and has a great future," he says.
Deepak Choudhary, managing director, Greycells Entertainment which operates EMDI Institute of Media and Communication, feels that the event management industry is growing and in the last five years it has taken a different shape altogether. Previously companies were spending 90 to 95% of their marketing budgets on above the line promotions through various media and just 5% on below the line promotions. Now, the latter form 30 to 35% of their marketing budgets as they enable companies to address their customers directly.
"Nowadays there are MBA students who want to do their specialisation in event management. While selecting an institute, aspirants should compare the infrastructure, faculty and placement record,” says Choudhary. “Event management is a good career option, which offers a lot of independence and flexibility.Creativity, however, is an essential quality for success, as is hard work,” he added. “Starting salaries have almost doubled during this decade. In 2002 companies were paying Rs7000 to 8000 per month, now they are paying 15,000, a 100% rise. At present one has to be an 'all rounder' but in future there will be scope for specialisation too," he shares.
Source: http://www.dnaindia.com/
Date: 9th Feb., 2010
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